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All organizations have a form of information flow be it from one department to the other; this is what is referred to as communication. Communication involves the flow of information in various directions which may be either forward, backward, upwards, downwards or even sideways.in this network of communication the manager acts as a link through which information flows. Critical decisions and directives flow in various directions depending on the position of the manager in the network. A good communication channel should be effective, cost friendly and reliable to the organization. The most important element of information flow is the process by which feedback is obtained between correspondents. Without feedback the management will not be able to know if the subordinate staffs have understood their directives. It does not matter in which form, structure or category communication falls in, it is either written or spoken.
Forms of communication in an organization
            There are various forms of communication used in an organizations which may include; formal, informal and unofficial communication channels. Formal communication channels transfer information such as goal and policies of an organization; they generally follow a chain of command i.e. from managers to subordinates who in turn pass it on to other junior staff. Some of the common types of formal communication may include; news letters, annual reports, memorandums, review meetings, surveys and business plan (Cruz-Cunha & Varajao, 2011).
Formal communication channels can not function on their own they work in tandem with other forms such as informal channels. A strict chain of command cannot work effectively alone; that is why informal channels are used even though they tend to disorganize the chain of command (Flood, 2000). Managers need to find point equilibrium between formal and informal communication channels, they should ensure that they do not over emphasize on the use of one form of communication. Some of the common types include team work, training programs and discussion groups (Österle, Fleisch & Alt, 2001).
At times communication in organizations takes place through interpersonal relationships and discussions. Information is passed through a grapevine, such rumors are spread by close friend who have formed groups; this tends to enhance bonding amongst employees. Information passed through grapevines may be true or false, managers need to be constantly aware of this information to enable them take appropriate action (Epstein, 2004). All in all the most effective and reliable form of communication is formal communication channels. Generally all these forms of communication channels exist in both the virtual and traditional work environment (Rabaiah, 2009).
Efficient and effective two-way communication
            Opening of offices in various countries posses a big challenge to managers on how to manage and communicate information to their employees effectively. Due to the vast distance between the headquarters and the new branches, managers need to employ electronic forms of communication such as the use of faxes, telephones and use of the internet to link the various branches together(Syed & Raisinghani, 2000). Electronic communication methods can effectively and reliably sustain all the three forms of communication channels namely formal, informal and unofficial communication. The organization needs to make use of tools such as computers, which are capable of performing numerous tasks pertaining to communication (Khosrowpour, 2007).
Computers are capable of transmitting information effectively, accurately and efficiently in real time via the internet. The internet is a global network of interconnected computers linked by various array of electronic, wireless and optical networking technologies. Computers communicate information in various forms which include emails, intranet, video, social media and voice calls. Emails can be used to communicate with specific employees. They are suitable mainly because they are up to date, carry simple messages and there is no risk of being misunderstood. Emails can be used as a substitute for meetings (Schuler & Pfeifer, 2001).
Intranet refers to the network work of computers within an organization which managers use to communicate information.it is one of the most used form of communication within organizations as it saves time and resources. Social media supports human interaction through social media dialogues. Many organizations have used social media as an advertising tool but recently it is being used as a form of communication within organizations to encourage friendship between management and employees (Shinkle, Gooding & Smith, 2004).
Roadmap to Becoming an E-Business
            When an organization transforms into electronic commerce it means that most of the organizations processes and communication are carried out online (Heneman, 2002). Transformation is not only a big change from the usual but also a sharp turn from existing norms. For a business to transform to electronic commerce the manager has to make appropriate changes in how staff work, communicate and how business process are carried out. This requires a lot of attention to organization culture learning processes, technology available and thoughts of the staff (Chan & Lee 2005).
            For a business to remain competitive it should endeavor to keep up to date with the most recent forms of organizational communication strategies. A communications strategy not only help the staff to communicate within the organization but also helps the organization advertise it’s self to the potential clients and customers.

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